Summary:
An examination of an advertisement for "A Diamond is Forever" taken from W magazine, which attempts to create a need among women for the "right hand ring." Marketers develop this ring for the woman who knows how to work hard and clearly demonstrates the power and perception women feel towards diamonds.
A mans best friend is a dog and girl's Diamonds. Marilyn Monroe said it best, "diamonds are a girl's best friend." This timeless saying makes Tiffany's & Co, Cartier, and Harry Winston very happy and helps the sale of diamonds more than Ms. Monroe will ever know. A diamond is not just the "4c's" anymore, color, carat weight, clarity and cut. Diamonds are revolving into something more than the hardest mineral. The diamond says more than words could express. A symbol of love is worn on the left but what about the right? Women of the world raise your right hands because you deserve to glisten is essentially the meaning behind the Diamond Trading Company's advertising. What is silent but speaks volumes? It's your worth in the form of a Round diamond, princess diamond, marquise diamond, oval, tear-drop diamond, and or pear-shaped diamond. W Magazine appeals to the successful women socialite's of America. The March 2006 edition of W magazine has an advertisement from "A Diamond is Forever, Trading Company" which uses pathos by luring women to purchase a diamond for their right hand as a statement of how powerful, smart, and successful she is.
The advertisement for the "right hand ring" psychologically engages the woman's need to be high status in her society. In Maslow's hierarchy of needs the right hand diamond would fall under one category alone, esteem. Maslow's hierarchy of needs ultimately results in what is called self actualization. This ring does not fall under that category only because the "right hand ring" appeals to the need for self respect, reputation, prestige, and ultimately status. Let us not forget love, although in "A diamond is forever" the company places the emphasis not on love anymore; it solely relies on how much a women values her worth. The success of the "right hand diamond" proves people are materialistic. The new buyers purchase them to flaunt. If one feels the need to blind others with a gem from both left and right to prove she is financially successful, then this advertisement will be appealing to that person.
In the advertisement the company pitches these lines "Your left hand plans ahead. Your right hand plans for anything. Your left hand gets it done, your right hand shows how it's really done. Women of the world, raise your right hand." The intended target market appeals to women who feel as if it is their job is to show the world what a real woman can accomplish. Not only do the marketers use pathos to instill an emotion into women flipping through the pages of a massive magazine full of ads, but they use an African American woman.
This campaign appeals to wealthy white women but the seemingly left out population of wealthy black women also. The woman portrayed in the ad with her right hand bent looks strikingly familiar to the campaign from Rosie the Riveter, "we can do it." Rosie the riveter is known as a hard working woman during the Industrial Revolution. She is the quintessence of a strong woman. Older women will pick up on this if they remember the campaign picture. The "right hand ring" empowers women to another level of class and sophistication. Not only is the model showing the diamonds status but also it's strength. It screams silently, I am a woman of influence so take notice.
When reviewing an advertisement for jewelry, demographics emerge into the spectrum. What audience is this reaching, and who is going to establish a want from looking at this advertisement? The audience the ad targets are most likely someone whose income allows for extravagant buys. The rings shown are multiple carrots, beautiful quality, and no question a major investment for the average middle-class American. The diamond ring the model is wearing cannot be clearly seen all the consumers eyes catch are light. One sees a gleam from the diamond that quite possibly is to dazzle the imagination. Young married couples would not likely be the target market but quite possibly married middle-aged couples. A diamond would most likely not be an impulse buy due to its cost but this advertisement seeks to throw subliminal thoughts and images into a narcissistic America.
The explicit information the advertisement presents for the "right hand ring" is a beautiful African American women in a designer dress. Also, the website adiamondisforever.com is on the right hand corner. The color scheme is pastel colors, cream and green. Black is also a color used in the background to help bring out the bold capitalized quote "YOUR LEFT HAND PLANS AHEAD. YOUR RIGHT HAND PLANS FOR ANYTHING. YOUR LEFT HAND GETS IT DONE. YOUR RIGHT HAND SHOWS THE WORLD HOW IT'S REALLY DONE. WOMEN OF THE WORLD, RAISE YOUR RIGHT HAND. The last sentence is a different shade being, white. There are four diamond "right hand rings" being shown. Two of which are on either side of the "Women of the world raise your hand quote." All of these rings "sellers" are hidden in the bottom left hand corner. Diamond Trading Company is on the lower right hand corner and directly above is A Diamond is Forever. The implicit meaning behind this advertisement can mean many different things; the color green itself can translate to greed, envy, power, and money. Her legs cross; a symbol of femininity. Her right hand bent and raised; a reference to Rosie the Riveter. The luxurious love seat she is sitting on has embroidery. It is of rhombuses. The smirk that is on the woman's striking face is a sign her needs are met. Her esteem is high because she has the "right hand ring"
The logic and reasoning behind the Diamond trading Company is that a diamond is similar to purchasing a house. The shape, cut, carrot, and clarity make each diamond unique. No two diamonds are alike and their rarity is what makes purchasing diamonds an investment. The values of these stones do not depreciate. This is the literal meaning of "A Diamond is Forever." The strongest ethos that is found was not in the advertisement it self but the website. There are no price listings and the only purpose of the site is to inform naïve customers to what they should be looking for and how to buy the perfect diamond. The marketing team does a superior job establishing credibility by informing the audience of the 2004 "They Get It" Award at the "Good, Bad and Ugly Awards." It recognizes the marketers who can capture the "insight" of women. "A Diamond Is Forever was recognized for portraying women in a smart, modern and positive way; exemplified by the new "Right Hand Ring" campaign"( Diamond Trading Company)." This establishes pathos, the advertisement appeals to a woman's pride, vanity, status, position, and power. The "right hand ring" is desirable to the audience the Company is trying to reach.
This advertisement for "A Diamond is Forever" attempts to create a need or desire for the "right hand ring." Marketers develop this ring for the woman who knows how to work hard and clearly demonstrates the power and perception women feel towards diamonds. This is a million dollar marketing campaign that will turn profits. Women of the world will raise their right hand but most likely those rings will be cubic zirconias. Those who can afford a "house" on their right hand most certainly deserve to display it. The right hand ring is brilliant and the advertisement amongst the hundreds of others in W Magazine catches the attention of women who "must" prove their rank. This advertisement appeals to women's feelings, wants, needs, desires, values, and beliefs. Pathos is the theme of this advertisement and proves that appealing to a woman's right hand, is not a bad marketing move. This advertisement for the "right hand ring" is a diamond in itself.
This is the complete article, containing 1,306 words
(approx. 4 pages at 300 words per page).
